Marketing Mix: Place and Distribution Channels

The video explores 'Place' in marketing, focusing on where customers can buy products or services. It discusses the importance of customer convenience and cost in choosing distribution channels, the role of intermediaries, and the concept of value-added resellers. The video also covers vertical integration, e-commerce platforms, and how distribution choices convey marketing messages. It highlights the impact of digital platforms on branding and the ability to achieve economies of scale.

What are the two primary considerations when choosing marketing channels?

How does convenience affect customer purchasing behavior?

What is the impact of online delivery on cost compared to traditional brick-and-mortar stores?

Explain how the number of intermediaries in a distribution channel affects pricing.

What are value-added resellers and how do they contribute to the marketing process?

Discuss the advantages of modern e-commerce technologies for direct selling.

How does the choice of distribution platform convey a marketing message?